ButterLight Chardonnay launches 250ml cans for lower-alcohol wine demand

Butter Wines, part of JaM Cellars and known for its Butter Chardonnay range, has expanded its portfolio with the introduction of ButterLight Chardonnay in a 250ml canned format. The launch follows a year after the initial release of ButterLight Chardonnay in bottles and is intended to offer consumers a lower-alcohol option in a portable, ready-to-drink size. The move aligns with continued growth in the lower-ABV wine segment, which is expected to see substantial expansion over the coming years.

The availability of ButterLight Chardonnay in both cans and bottles provides an additional choice for consumers seeking a lighter wine profile while maintaining the style associated with the Butter brand. Earlier in the year, ButterLight Chardonnay received recognition as a leading light wine, positioned at 85 calories per serving and containing 40 per cent less alcohol than standard wines. Forecasts suggest the lower-alcohol wine market could grow at a compound annual rate of 7.8 per cent between 2025 and 2032, reflecting a shift in drinking preferences and interest in moderation beyond seasonal trends such as Dry January.

The introduction of the can format builds on the company’s previous packaging developments. Butter Wines first entered the canned wine category in 2018 with ButterCans Chardonnay, following research to ensure the wine’s flavour profile remained consistent when packed in aluminium. The same approach has been applied to the ButterLight canned variant, designed to deliver the brand’s characteristic flavour at 8.5% ABV while meeting expectations for convenience and portability. The new release positions Butter Wines among producers offering lower-alcohol Chardonnay in single-serve cans.

When we introduced ButterLight last year, it marked our first step into the low-alcohol category, something we've been perfecting for years to offer a truly great option within our portfolio. Consumers are looking for more choices that fit every occasion, and ButterLight was designed with this shift in mind: real Chardonnay flavor, lower alcohol, and zero compromise on quality. Packaging it in a convenient can was the natural next move.

John Anthony Truchard, Founder and CEO of John Anthony Wine & Spirits.

ButterLight Chardonnay Cans will be displayed in retail wine aisles alongside promotional materials highlighting the lighter style of the product. The broader Butter Wines portfolio—which includes Butter Chardonnay, Butter Sauvignon Blanc, Butter Pinot Noir, Butter Cabernet Sauvignon, Butter Bubbles, and the existing ButterCans range—remains available across grocery, convenience and liquor retailers, with most items positioned below the US$20 price point.